Senior Insight Manager New Media Unit - Government Communication Service

The Senior Insight Manager plays a critical role in shaping government communications, pulling out meaningful stories from performance data to help colleagues refine campaign strategies and messaging, and measure success.

Your work will make insights accessible for non-technical audiences, drawing conclusions from complex data and prescribing clear actions. You will assess the performance of digital campaigns, monitor audience behaviour, and identify opportunities to optimise engagement. Your expertise will ensure that government messaging reaches the right audiences in the most meaningful ways.

In this role you will be responsible for reporting on campaign performance, identifying learnings and insights, and ensuring they are built into the strategic development of the next wave of activity. You will be creative in looking for ways to systematise your analyses, to enable the swiftest reporting in the clearest terms. You will also drive and champion new and innovative ways of tracking and reporting insights across GCS.

Reporting into the Insight and Analytics Lead, you will play a key role in establishing the centre-of-excellence capabilities of the NMU, working closely with stakeholders across government departments to ensure knowledge is shared. This is a dynamic role that requires a mix of analytical expertise, strategic thinking, and a passion for data-driven storytelling.

• Analysing performance data to inform digital strategy and campaign planning. Interpreting data from multiple sources, including social media analytics, survey results, and audience research, to identify successes and opportunities for improvement.
• Monitoring and evaluating the success of campaigns with rigorous analysis. Presenting findings in a clear and compelling way to senior stakeholders, utilising data visualisation, and ensuring insights are actionable and accessible.
• Establishing reproducible analytical pipelines (RAP) in analysis, to enable more efficient and accurate reporting.
• Informing campaign strategies with evidence and insights. Setting key performance indicators (KPIs) to measure campaign effectiveness and impact.
• Collaborating with creative and marketing colleagues to develop messaging tailored to audience needs and preferences.
• Working with government departments and 10 Downing Street to share insights and support data-driven decision-making.
• Conducting research to identify audience insight on priority topics, drawing on published data, academic literature, cross-government research and other relevant sources to build a clear and up-to-date evidence base that informs NMU activity.
• Supporting and coordinating insight reporting across NMU activity, including maintaining reporting schedules, collating inputs from multiple sources, and ensuring timely delivery of performance summaries to relevant stakeholders.
• Keeping up-to-date with the latest tools, technologies, and trends in data analysis and audience segmentation.

Skills/experience required

• Proven experience in analysing performance data and trends to inform strategies, ideally within digital or communications sectors.
• Proficiency in analytics tools such as Google Analytics, social media analytics platforms, and data visualisation software (e.g. Tableau, Power BI)
• Ability to translate complex data into actionable insights that drive campaign planning and execution.
• Strong understanding of audience segmentation, behavioural analysis, qualitative and quantitative market research techniques.
• Excellent presentation and communication skills, with the ability to explain data-driven insights to non-specialist audiences.
• Experience in establishing KPIs and evaluating the effectiveness of campaigns, with the ability to provide clear recommendations for optimisation.
• Strong organisational skills with experience coordinating reporting across multiple workstreams, managing timelines and ensuring outputs are delivered to schedule.
• Experience collaborating with multiple internal stakeholders and external agencies to ensure we are maximising our reporting capability and integrating insights into our strategies.
• A strong interest in digital trends and emerging audience behaviours, with the ability to adapt insights to a fast-changing media landscape.
• A creative approach to problem-solving at pace.
• A willingness and excitement to learn new skills that will help make analysis quicker, easier and more accessible to a wider audience within the government.

Desirable

• Experience coding in R or Python, or similar tools, for data analysis.
• Experience in public sector or government communications.
• Experience drafting qualitative research materials such as discussion guides, screeners or topic guides for focus groups or depth interviews.
• Background in statistics, data analysis, data science, communications, marketing, or a related field.

Additional information:

Cabinet Office policy is that a minimum 60% of your working time should be spent at your principal workplace. For some roles, due to their nature and the business need, this may be up to 100%. Requirements to attend other locations for official business will also count towards this level of attendance.